TV Advertisement: The Pioneer Of Shoe Enterprise'S Implantable Marketing

Some time ago, CCTV advertising bidding attracted the attention of hundreds of enterprises from various provinces and cities in the country, which also attracted the attention of authoritative figures from all walks of life to TV advertisements.

There is no doubt that TV advertising has become a barometer of the current brand marketing of enterprises.

In this regard, Fujian enterprises have not shown signs of weakness, and have rushed to this resource feast. Among them, the brand TV plays are slightly more prominent.

Especially with the continuous upgrading of advertising forms and the increasing popularity of people's passion for TV dramas, the implantable marketing mode is undoubtedly more and more popular among brands and Fujian enterprises, and the shoe industry is a well deserved leader.

TV commercials were implanted at that time.

"We are moving from an era of interruption of marketing communication to an era of implantation," said Cindy, American marketing expert.

From the current market trend, there are mainly two ways to create TV commercials. One is to directly insert advertisements in TV series for brand promotion, the other is to stealth the brand elements into the TV drama script for deductive promotion.

The advertising elements that the latter can embed in TV dramas are endless. Props, lines, plots, scenes, sound effects, themes, culture and so on are covered.

In fact, this mode pays attention to a visual attraction beyond cost performance. The key lies in strengthening the memory and impression of the mass group to the brand, and indirectly realizing the marketing leapfrogging at another level of the brand.

But it is worth noting that the embedded elements chosen by different enterprise types are actually quite different.

Objectively speaking, it also requires enterprises to locate their own brand development routes and identify the implantation mode suitable for brand concept.

In this regard, some footwear brands in Fujian have performed quite well in this respect.

Sports brand targeting

Undoubtedly, TV play advertising has become a well-known brand marketing tool.

Xi ran, taking a look at the domestic and foreign footwear market, Hongxing Erke, XTEP, del Hui and other sports shoes enterprises are the first to appear on the list.

Just like Hongxing Erke joined the tennis idol drama "Grand Slam", XTEP took the city emotional drama "I am a married man", and del Hui borrowed the "mausoleum", all of which carried out the deep embedded cooperation of TV commercials, but also won the effect of not bandit.

It is worth mentioning that the cooperation between the XTEP brand and the TV play "I am a married man" can not be underestimated by the cooperation between the two.

Especially for the 80 and post-90 consumer groups, it is a direct realization of the brand and consumers and TV dramas in the sense of the same resonance.

Admittedly, there is indeed a lot of resonance between the shoe companies XTEP and "I am a married man".

Whether from the actor's dress or the product concept, XTEP can fully display the brand personality of "avant-garde, fashion, personality and freedom" through this TV screen carrier, and bring the crowd a relaxed and unconstrained experience of releasing my true fashion.

Development trend of implantable mode

It is understandable that in the shaping stage of the brand's advanced development, the rigid advertising bombing mode has been unable to meet the publicity needs of many shoe companies nowadays.

And the emergence of TV play advertising mode is exactly to a certain extent, fully realizing the brand new visual promotion effect.

Therefore, the mode of TV commercials implantation is not only a simple way of marketing integration, but also its strong communication and penetration power is really eager for many shoe makers.

However, due to its plot and time and space constraints, there are some limitations in the implementation of the product placement mode.

It is mostly used to express the overall sensory image of the brand, rather than specifically to promote the effectiveness of the brand and other ancillary effects.

If shoe companies use properly, they will get twice the result with half the effort.

In this regard, (shoe net) shoes enterprises need to pay attention to two basic points when implementing TV drama advertising implants.

We should fully consider whether the brand target consumers are roughly in line with the target audience groups, and also consider whether the implantation elements can satisfy the requirements of plot and marketing communication at the same time.

In particular, the latter has repeatedly stressed the need to resolutely reject those advertising campaigns that compromise the spread of the story and may cause image deviation.

It can be seen that nowadays, as the brand marketing channel becomes more and more intense, the way of TV play implantation has already been an exclusive and customized marketing tool.

But in the process of implementation, the brand positioning of shoe companies has become a core element that can not be ignored.

At the same time, we are also in urgent need of China's footwear industry or will once again step into a new round of implantable marketing express.